Service Design Network Japan Chapter invites Mr. Tenny Pinheiro to hold a lecture event on his recent book titled The Service Startup – Design Thinking Gets Lean. In this keynote, Tenny explores the reasons why startups and enterprises need to move away from the “make and sell” industrial logic we’ve been exploiting over the last century. To take its place he proposes a new service oriented mindset that carries the idea of “learn, use and remember” user journeys. He also discusses the challenges our industrial society is facing and how the combination of human centered design with a service oriented mentality can be key to help new and existent businesses make this shift. Then he will take you on a journey through the MVS – Minimum Valuable Service – model. This model can seamlessly integrate Design Thinking into any Agile development cycle, like Lean Startup.

Date: November 11, 2015

Venue: G-sec Lab. (East Bldg. 6th Floor) Keio University

Program:

18:15 Registration

19:00 Book translation commemorative talk :

Design Thinking Gets Lean

Tenny Pinheiro

20:00 Discussion with audiences

20:30 Party

Host: SDN Japan

Supports：Actant, Inc., Hayakawa Publishing, Keio University

Tenny Pinheiro, living now in San Francisco, CA., is the author of three books on Design Thinking and Service Design including The Service Startup: Design Thinking gets Lean. These books all cover the intersection between service design and entrepreneurship. Pinheiro is known as the founder and former CEO of the Brazilian office of Livework, the global pioneer Service Design agency. He also founded EISE, the School for Service Innovation providing a pioneer educational program to teach and accelerate entrepreneurship through service design. This year, he also founded the service-design for all initiative Servicedesignsprints.com to support collaboration between service designers and SMEs. He advises and consults for Fortune 500 companies, NGOs and governmental agencies, and writes a service design column for Core 77.